Influence of momentum effect on brand advocacy and brand loyalty in social networking sites

Rahul Sharma and Rajesh Verma

International Journal of Business and Globalisation, 2020, vol. 24, issue 2, 201-211

Abstract: Social networking sites offer a platform to create an online presence for a brand and marketers, creating a direct interface to reach customers and to create effective communication. Online social networks provide an easy opportunity for people to consult peers, share an opinion and pass on information related to brands among peers. This basic idea of sharing information by consumers with other consumers lead to the formation of momentum effect. Momentum effect occurs when people use brand-related content/data as a reference point in doing conversations in any form on online social networks. The purpose of this research was to study whether the momentum effect on social networking sites influences brand loyalty and brand advocacy. It was found that momentum effect influences both brand loyalty as well as brand advocacy, but the influence on brand loyalty was more. Sharing of brand-related communication by a network of friends in online social networking sites help in the creation of more of brand loyalty than brand advocacy.

Keywords: momentum effect; social networking sites; brand loyalty; brand advocacy. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=105168 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:24:y:2020:i:2:p:201-211

Access Statistics for this article

More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().